In a social media age trolls are ready to pounce on a new product, service or performance. The latest example? The trailer for “Star Wars: The Force Awakens,” which rolled out last Friday and was immediately met with criticism and parodies.

Using Twitter can sometimes be confusing, and on Monday the company’s CFO proved it when he mistakenly tweeted publicly what was supposed to be a direct message, revealing plans to buy an unspecified company.